During May Google began rolling out several improvements to Quality Score reporting that make it easier for advertisers to get more visibility into these scores. Effective ads connect people with the content that’s most relevant to them, right when they’re looking for it. In AdWords, you can assess how relevant your keywords, ads, and landing pages are by evaluating Quality Score and its components: expected clickthrough rate, ad relevance and landing page experience.
Three new optional status columns that show useful Quality Score components have been added to the Keywords tab for “Exp. CTR,” “Ad Relevance” and “Landing Page Exper.” These columns can be added to keyword reports to get a comprehensive snapshot of the keywords’ current scores.
To improve campaign performance, it’s important to understand how changes to a account – like ad optimisation or landing page experience – impact Quality Score. It’s now possible to view historical Quality Score data as well, and their three main components, for all of the keywords to understand how they’ve changed over time. This data is available via four new columns: “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.).”
There are two important things to know about these seven new columns:
- They reflect the last known score for the date range you selected.
- Historical data isn’t available for dates earlier than January 22, 2016.
Also, if you apply the “Day” segment to Keyword reports, these columns will show daily values that reflect what your scores were at the end of each day. Therefore these additional reporting columns are a useful addition by Google, which will help to assist the optimisation of campaigns by being able to monitor how the Quality Scores have been changed due to adjustments or trends in the market.
If you would like more information about how Quality Score optimisation can improve your campaigns, contact us now.